The 24*7 convenience of the web and the explosion of social media have put customers firmly in the driving seat with the ability to instantly cross-check product information, ratings, compare prices and share their experiences on public forums. Added to this, the proliferation of smartphones and tablets are driving one of the largest shifts in ecommerce with its ability to provide anywhere, anytime access to information. Armed with these technologies, customers are becoming more demanding and constantly expect better services and continual innovation.